With the advancement of the internet, social media, and other new technologies, customers have become more powerful than ever. Customers are the actual ones who pay for the business. So, they should always be on top priority.
A happy customer may share his good experience with his 4 friends, but the angry customer has the capability to share the bad experience with more than 2,000 people in social media or any other place. Apart from that, some people don’t complain at all-they will simply stop doing business with your company. But don’t take all these negatively, as there are some benefits of customer complaints.[Tweet ““96% of unhappy customers don’t complain, 91% of those will simply leave and never come back.””]
A customer complaint always highlights the issues and gives you the chance to fix them before further complexity arises. It actually works as an eye opener. Let’s discuss!
Benefits of customer complaints
- Helps to learn from the mistakes
The truth is you can’t make the customer forget a bad experience, it’s not in your hand. But you can always learn from that incident and make sure that your company will never repeat the same with any other customer.
This kind of mistake always makes you more mature and teaches how to deal with such situations.
- Turn dissatisfied customers into your brand ambassadors
Here’s the chance for you to change the mind-set of customers who are upset. Just work hard and win them back.
When customers are upset and dissatisfied, there remains a very little change that they will do business with you again. But hold on! Let’s look at it in a positive way. It actually opens a door for you to change their perspectives with your dedication and effort.
- Identify the gaps in your services
This is one the greatest advantages of customer complaints. You may be very much satisfied with your services and overall performance of the teams but a customer complaint always works as an eye opener. It’s the harsh truth about the quality of your services and products. The angry customer actually helps to understand the drawbacks and areas of improvement. Happy customers will always appreciate you but may not discuss about the mistakes but the dissatisfied ones will point those out for the betterment.
- Helps to understand customers in a better way
When customers contact you to complain, obviously they are willing to speak. By discussing with them, you will get to know their psychology, needs, their expectations from the company and so on. It helps to get a clear vision about their buying behavior, mentality and what they think about the company. All these together will help to personalize the services for them in a better way.
- Gives the secrets of competitors
The upset customers while talking to you, may discuss about your competitors also. Through their complaints, they will easily give you the inside stories, what extra your competitors are doing, how is their customer support, product details, advanced features and many more. Trust me, all these are much more trustworthy than what you will get from market research.
By knowing what others are doing extra can help you to make your own products and services better and stay ahead of them. You can use all the info given by the angry customers to create strong marketing campaigns and improve the overall performance of the company.
- Sharing the customer complaint stories within the organization help everyone to understand the customers in a better way.
- Sometimes customers complain about the existing policies and procedures which are unnecessary and may not be suitable for them. You can surely re look at them.
- Complaints from customers can be used in case studies or employee training programs.
- Complaints help to identify the faulty products and services.
Each experience shared by the customers, whether it’s good or bad always teaches you the new things about them, business and industry. It’s up to you how will you take it: positively or negatively. A company which always takes the complaints with open mind, work harder for betterment will always shine in the long run.